Direct Selling in Finland

April 2023
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Overview:

Understand the latest market trends and future growth opportunities for the Direct Selling industry in Finland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

If you're in the Direct Selling industry in Finland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Direct Selling in Finland report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Direct Selling in Finland?
  • Which are the leading retailers in Direct Selling in Finland?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How has the impact of COVID-19 and national lockdown impacted consumer demand?
  • Which formats have benefited the most from stockpiling and enforced home seclusion?
  • How will the wider economic impact of COVID-19 shape the retail landscape in the future?
  • Where is future growth expected to be most dynamic?
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Direct Selling in Finland - Category analysis

KEY DATA FINDINGS

Direct selling continues its downhill slide in 2022
Fragmented competitive landscape
Health and beauty and home products popular within direct selling
Boundaries between traditional direct selling and e-commerce become hazy
Continued fall in sales, and the significance of direct selling set to decrease further
Direct selling likely to remain dominated by female agents earning extra income
Table 1 Direct Selling by Category: Value 2017-2022
Table 2 Direct Selling by Category: % Value Growth 2017-2022
Table 3 Direct Selling GBO Company Shares: % Value 2018-2022
Table 4 Direct Selling GBN Brand Shares: % Value 2019-2022
Table 5 Direct Selling Forecasts by Category: Value 2022-2027
Table 6 Direct Selling Forecasts by Category: % Value Growth 2022-2027

Retail in Finland - Industry Overview

Retail in 2022: The big picture
Sustainability in focus once again
Competitive landscape remains relatively stable in Finland
What next for retail?
Informal retail
Opening hours for physical retail
Summary 1 Standard Opening Hours by Channel Type 2022
Seasonality
Christmas
Mother’s and Father’s Day
Back to school
Table 7 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2017-2022
Table 8 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2017-2022
Table 9 Sales in Retail Offline by Channel: Value 2017-2022
Table 10 Sales in Retail Offline by Channel: % Value Growth 2017-2022
Table 11 Retail Offline Outlets by Channel: Units 2017-2022
Table 12 Retail Offline Outlets by Channel: % Unit Growth 2017-2022
Table 13 Sales in Retail E-Commerce by Product: Value 2017-2022
Table 14 Sales in Retail E-Commerce by Product: % Value Growth 2017-2022
Table 15 Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 16 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 17 Sales in Grocery Retailers by Channel: Value 2017-2022
Table 18 Sales in Grocery Retailers by Channel: % Value Growth 2017-2022
Table 19 Grocery Retailers Outlets by Channel: Units 2017-2022
Table 20 Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 21 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 22 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 23 Sales in Non-Grocery Retailers by Channel: Value 2017-2022
Table 24 Sales in Non-Grocery Retailers by Channel: % Value Growth 2017-2022
Table 25 Non-Grocery Retailers Outlets by Channel: Units 2017-2022
Table 26 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 27 Retail GBO Company Shares: % Value 2018-2022
Table 28 Retail GBN Brand Shares: % Value 2019-2022
Table 29 Retail Offline GBO Company Shares: % Value 2018-2022
Table 30 Retail Offline GBN Brand Shares: % Value 2019-2022
Table 31 Retail Offline LBN Brand Shares: Outlets 2019-2022
Table 32 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 33 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 34 Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 35 Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 36 Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 37 Non-Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 38 Non-Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 39 Non-Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 40 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2022-2027
Table 41 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2022-2027
Table 42 Forecast Sales in Retail Offline by Channel: Value 2022-2027
Table 43 Forecast Sales in Retail Offline by Channel: % Value Growth 2022-2027
Table 44 Forecast Retail Offline Outlets by Channel: Units 2022-2027
Table 45 Forecast Retail Offline Outlets by Channel: % Unit Growth 2022-2027
Table 46 Forecast Sales in Retail E-Commerce by Product: Value 2022-2027
Table 47 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2022-2027
Table 48 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 49 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 50 Forecast Sales in Grocery Retailers by Channel: Value 2022-2027
Table 51 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2022-2027
Table 52 Forecast Grocery Retailers Outlets by Channel: Units 2022-2027
Table 53 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
Table 54 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 55 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 56 Forecast Sales in Non-Grocery Retailers by Channel: Value 2022-2027
Table 57 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2022-2027
Table 58 Forecast Non-Grocery Retailers Outlets by Channel: Units 2022-2027
Table 59 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027

DISCLAIMER

Summary 2 Research Sources
The following categories and subcategories are included:

Direct Selling

    • Apparel and Footwear Direct Selling
    • Personal Accessories Direct Selling
    • Eyewear Direct Selling
    • Beauty and Personal Care Direct Selling
    • Consumer Health Direct Selling
    • Tissue and Hygiene Direct Selling
    • Consumer Appliances Direct Selling
    • Consumer Electronics Direct Selling
    • Toys and Games Direct Selling
  • Drinks and Tobacco Direct Selling
  • Foods Direct Selling
    • Home Care Direct Selling
    • Home and Garden Direct Selling
    • Pet Care Direct Selling
  • Other Products Direct Selling

Direct Selling

Direct selling is the marketing of consumer goods directly to consumers, generally in their homes or the homes of others, at their workplace, and other places away from permanent retail locations. Direct selling occurs in two primary ways: On a one-to-one basis (usually by prior arrangement a demonstration is given by a direct seller to a customer) or on a party-plan basis (selling through explanation and demonstration of products to a group of prospective customers by a direct seller usually in the home of a host(ess) who invites other persons for this purpose). Avon stands as a prime example of a direct seller using one-to-one selling, whereas Tupperware is famous for its party-plan method. Direct selling of services - such as insurance, telecoms, other utilities, and financial services - are excluded.

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